Earth Hour director Andy Ridley said he preferred to use agencies who were more interested in the end result than in winning awards for their ads. He said: I really like agencies that are excited about the outcome. I love agencies that win awards because of the outcome, not because of the creative.”

Simon Drewry, MD of PR agency Mango told the audience the key to winning new business was in building trust with exxisting clients.

And Stuart Gregor of specialist PR agency Liquid Ideas said: “You’ve got to win a client’s trust by not over promising.”

James Greet, the newly arrived CEO of Mindshare, conceded that his agency lost a piece of business the week he arrived. He said: “New business starts at home. Not losing existing clients is a good start point.”

Louai Alasfahani

ANUBIS was a very old god of the ancient Egyptians, universally worshipped throughout the land and became considered the gatekeeper and ruler of the underworld; the “Guardian of the veil“ he was “Lord of the Cleansing Room” and the opener of the roads of the North. “He observed the weighing of the deceased’s heart against the feather of Maat [Truth] and reported his findings to the jury of the gods.

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